Behavioural analytics covers everything that happens between the door and the till. Footfall tells you how many people came in; behavioural analytics tells you what they did: which areas they visited, where they paused, how long they stayed, which route they took, where they queued and where they gave up. It is the part of the physical funnel that online retailers have always had and store retailers mostly have not.
The measures are built up from anonymous tracking. Once a person is detected and followed from frame to frame, their path becomes data: a series of positions with timestamps. From many paths, over a day or a week, come the standard behavioural measures. Dwell time and engagement describe how long people spend in a zone. Occupancy describes how many are in it at once. Heatmaps show where attention concentrates. Flow counts internal traffic, such as entries to a cafe or fitting room. Queue analysis measures waiting at tills and service points. Visit duration and time to transaction describe the whole visit.
Behavioural analytics is diagnostic rather than descriptive. A fall in conversion is a fact; the behavioural data explains it. Visitors who leave quickly suggest the range or the layout failed them; visitors who dwell at a fixture but do not buy suggest interest but something blocked the sale; a queue that builds when conversion drops suggests speed of service is the issue. The response in each case is different, and without the behaviour data the intervention is a guess.
The data also supports planning: where to place a promotion so that the most people pass it, whether a new layout draws visitors deeper into the store, and whether a fixture earns its floor space.
Glimpse delivers behavioural analytics from the same CCTV cameras it uses for footfall, by drawing polygonal zones on each camera's view and tracking anonymously within them. No video is stored and nobody is identified. The measures are reported per zone, per store and reviewed with the retailer alongside the funnel metrics.